*Cue music* “It’s the finallllll countdown!” Pause…you can breathe (we have good news). You’re not in the final moments yet – but with Q4 nipping at our heels, it’s definitely countdown time to CES 2018. There are only 16 weeks to pull together all the key elements you'll need to make your CES a success.
It’s an exciting time – you are prepping to launch a new product, your company direction has pivoted to reach a new market, you’ve secured funding, you have an amazing entrepreneurial story to share…the list goes on as to why you’ve engaged a public relations firm to guide you on getting the word out.
Before you jump in, it’s important to take a moment to consider the roles of all the players in the new adventure of connecting with media. It can’t be hard, right? People do it all the time from the cool start-up at your region’s most noted incubator to the established power players at Fortune 500 companies.
Intuitively you believe all marketing activities, including PR, should support your sales program. Yet, you recall that PR has a higher calling and should remain in the domain of strategic corporate activities that center on shareholder value, goodwill, and corporate citizenship. Both views are right-on, as PR is a broad discipline and can be deployed to address many needs at multiple levels within a company.
But for now, let's focus on how PR can add value and shorten the sales cycle.
You’ve seen it. You’ve probably found it useful or informative, and it has likely influenced your opinion on something – more than once. I’m talking about sponsored content – that is, content that appears to be editorial and often mimics the look and feel of the digital environment it appears in, but has actually been paid for and provided by an outside company with an agenda.
This type of content initially started appearing 7 or 8 years ago thanks to new (at the time), edgy media companies (think Mashable, BuzzFeed) that favored sponsored content over traditional display advertising – and it’s definitely something to consider having in your company’s communications arsenal in 2017.
Doesn’t it seem like the 4th quarter happens quicker every year? That magical year end milestone is upon us and there is so much to do to plan for 2017 while striving to hit your final goals for this year. If you’ve got CES on your calendar, then this is critical path time to rally the troops to ensure you hit the mark at the year’s biggest tech confab.
When meeting with industry analysts from firms such as IDC, Gartner, Parks Associates, Forrester, 451 Research, and Aberdeen, many executives often question the value of time and energy vested in securing and maintaining these relationships. While industry analysts may not write an article about a product’s features and performance for example, they do play a vital role in a strategic public relations program. It is important to know how industry analysts differ from the press and how you can make the most of these relationships, while tapping into their market intelligence on trends, issues and business development.
Harness the Power of Storytelling in Public Relations and Marketing
The business of high-tech marketing and PR can be complex. Understanding how your company fits into the PR/media ecosystem is critical to building brand awareness and meeting company goals. It all starts with relationships – and the foundation for any good relationship is a solid understanding of the roles and objectives of each party. When it comes to media relations, take a moment to consider what you hope to achieve and contrast that to the needs of the reporter. Finding a middle ground is the path to a win, win relationship and ultimately coverage – so consider these top 5 tips for securing media coverage.
There’s no question. Having a Wikipedia page gives your business credibility. The online encyclopedia turned 15 this year – and it averages more than 18 billion page views per month, making it one of the most visited websites in the world. When a business is searched on Google, Wikipedia results are often the second or third listing on the page – which is coveted real estate in search results.
To make the most of Wikipedia – you must navigate through a minefield of restrictions designed to keep company entries unbiased. Let’s start with debunking a few myths about the site and identify the rules of the game as they relate to your business presence on Wikipedia.
Five million dollars is enough to purchase a 30-second Super Bowl ad – but was it enough to win the attention of the right audiences? There are many opinions, but an infographic from leading media intelligence company Cision shows which ads and brands won your attention on social media. Check it out.
In the early days of social media, a single tweet could be heard around the world. Sharing content was simple and organic reach was alive. Many brands have already rallied around the idea that content is an effective way to influence customers. But with more channels to share content than ever before – from email platforms like Constant Contact to blogs and a large selection of increasingly popular social media platforms like Periscope and Instagram – how do you chart the right course?
This year, the “content” part of content marketing will take front and center stage for brands that want to be heard.
So how do you create an effective content marketing strategy?
1, 2, 3 – say cheese! Whether you’re a CEO, entrepreneur or an employee– the time may come when you need a professional headshot. A headshot is not only a critical component in your bio but also your social media presence, VC presentation, media kit… A good headshot is a powerful communicator. It says a lot about you, your company and should instill confidence. It takes more than being able to relax in front of a lense or strike the perfect pose. It’s up to you to dress the part, look alive and put your personality into your photo!
So here are 5 tips on how to take a great headshot.
Like many seasoned marketing executives, you may come from the school of straight talk and have been taught that any news release without the 5 Ws (who, what, when, why, and where) is simply not going to get read. I often hear, ‘We have nothing to talk about; no new products, partners or customers, so we can't possibly create a news release.'
The crux of the problem is that the role of the news release has drastically changed. No longer reserved purely for journalists, news releases on the web reach everyone. We call non-news releases feature releases. Just like a feature story you may read in any publication, we use the same approach.
Where does the time go? If you are anything like me, this is the million dollar question. My job is fast-paced – frenetic, even – and effectively managing my time is something that I struggle with at times. After all, and especially in the tech world, our communications channels seem to be multiplying daily (YikYak, anyone?) – creating a vortex of disruption. There is even something called ‘iDisorder’ – a "psychological disorder that appears to be either caused by or exacerbated by our relationship with media and technology." Yikes.
Experts are everywhere. Whether they are the nerdy neighbor next door who knows everything there is to know about Wi-Fi, the manager at the auto parts store who can rebuild an entire engine or the aunt in Cincinnati who can out-bake Martha Stewart - we look to them for their expertise. More importantly, when they recommend a product, we listen. We also look to higher profile experts like Warren Buffett for financial acumen, Microsoft's former CEO Steve Ballmer for software savvy or Andy Grove, former leader of Intel, for his wisdom.
There’s been a lot of hubbub in recent months about the death of Facebook organic reach for company pages. In essence, Facebook keeps tweaking its algorithm that affects how much (or little) content will appears in users’ news feeds. For example, say you are a fan of “Nike” on Facebook. With the change in algorithm, fewer of Nike’s posts will appear in your news feed. In fact, some estimates have put organic reach at a paltry 1% – meaning that only 1% of a page’s fans will, on average, see their content – without the company having to pay for it to be seen. But I believe that the death of Facebook organic reach has been exaggerated. Let me explain.
The latest catch phrase for marketers today is content marketing. Of course, we've always done 'content marketing,' creating and sharing brochures, datasheets, websites, press releases and more. The key difference is that we now have more channels to share content than ever before - from email platforms like Constant Contact to full-on blogs and a large selection of social networking sites such as Facebook, LinkedIn, Instagram, Pinterest, Twitter and YouTube.
Good, solid content is like money in the bank for marketers, but if your content is lacking – it may leave your marketing strategy feeling a little bankrupt. Content keeps you front and center in the eyes of target audiences, and the ability to supply a steady stream of fresh, relevant content ensures you're remembered when your customers need you.
My most recent business trip has taken me to Las Vegas, Nevada for the 2015 International Consumer Electronics Show (CES). Held last week from January 6 through 9, I spent two days there – and since being in public relations makes me an aficionado for documenting my experiences and sharing them online – here’s how my first time at CES went.
All sports are a numbers game to some extent, and football is no exception. Want to know how many yards your running back gained last week – on third downs only? How about during this same time period last year? Thanks to big data analytics, fantasy football team owners have all of that right at their fingertips – in real time.
I’m from Colorado where the fall season actually feels like fall - with a brisk feeling in the air and the leaves changing colors. But here in the OC we’re baking in a high 90’s heat wave and the calendar says it’s September. If it weren’t for the fact that the Denver Broncos are back in action and Halloween decorations are filling the shelves in every store I walk into; I’d never know it was fall. Of course this is not entirely true because my boys have gone back to school – and that’s the real indication for me that fall is here.
It’s official – we issued our own news release yesterday on our 25 year milestone!
No question that there have been 4 influential men in my life… all of which have had a huge role in setting the course for my career. With the 25 year celebration at hand, it is clear that each deserve to be recognized.
Clients have played a huge role at Lages - well beyond the obvious revenue generated. Clients have been a source for inspiration, trusted advisors, connections and joy. They, of course, have caused frustration and at times bewilderment...but that's a story for another time.